Buy Now: Creative Marketing that Gets Customers to Respond to You and Your Product

"This is simply the best book I have ever read on direct response.After watching Rick practice this art so successfully for severaldecades, I′m thrilled to know his secrets!"—Eric Yaverbaumbestselling author of Public Relations for Dummies and Chairman of Ericho Communications
"Building a business is made of countless decisions. The best one I made inbuilding BackJoy into one of the fastest growing companies in the country was to work with Rick Cesari and Ron Lynch. Having the ability to tap into their combined experience and expertise was a key factor in our success. If you want to successfully navigate the minefields that surround launching a new product or in building the sales of an existing one, you should not read this book. You should memorize it."—Bing HowensteinCEO of BackJoy Orthotics, LLC
"Rick Cesari was extremely important in shaping my thinking regarding ourproducts, advertising strategies, and overall marketing. To this day, I benefit from conversations Rick and I continue to have in boardrooms, over the cell phone, or standing on freezing mountaintops in Washington State and Colorado."—Joel Appelformer president of Orange Glo International, Inc.,the makers of OxiClean, and President of FullBar LLC and Brainetics LLC
"One of the best decisions we ever made at Rug Doctor was topartner with Cesari Direct. Rick, Ron, and their team really understanddirect response marketing. They are not out to win awards. They are out to sellproduct—profitably. They not only produced a quality show we could beproud of, they produced a show that delivered amazing results."—Tim WallPresident and CEO of Rug Doctor, Inc.
"Cesari′s method of direct demographic media messaging is the most advanced profitable advertising model, hands down. They have helped create global buzz and real sales for GoPro cameras′ explosive growth as an emerging brand." —Nick WoodmanCEO of GoPro

Spis treści:
Prolo gue: The Secret to our Success.
Chapter 1 Why "Buy Now"?
Carnival Beginnings.
Why Direct Response?
Liar, Liar Pants on Fire.
Chapter 2 The Geeks Inherit the Earth.
Why Direct Response is a Great Value?
Why doesn′t Everyone Try Direct Response?
What is a Brand and Why do I Need One?
Chapter 3 They Don′t Teach This in College.
The Pitch.
My Story.
From Real Estate to Infomercials.
How to Make a Million.
Chapter 4 Juicing Dollars.
The Power of PR.
Live Seminars.
Chapter 5 Building the Juiceman∗ Brand.
Explosive Growth.
Retail Strategy.
Chapter 6 Expanding the Brand, The Breadman∗.
Validating “The Model”.
Selling the Business.
Chapter 7 Sonicare: The $150 Toothbrush?
Problem–Solution.
Credibility– the Key to a Successful Infomercial.
“Rolling Out” a Campaign.
Chapter 8 The Biggest Knockout in History.
How a Champion Boxer and a Failed Taco Maker Created Sizzling Success.
Filming at George′s Place.
It “Knocks Out” the Fat.
The Price of Celebrity.
“How Do You Argue with the Heavyweight Champion of the World?”.
Grilling Up Some Big Numbers.
Chapter 9 OxiClean “Powered by the Air You Breathe and the Water We Drink”.
The Ubiquitous Billy Mays.
The Rise of OxiClean.
Unique Packaging Strategy.
Chapter 10 The Customer is no Dummy.
Positioning your Product, The Next Niche.
Get to your Unique Selling Proposition.
Chapter 11 Channel Explosion, the Next Paradigm Shift.
Direct Demographic Media Messaging.
Messaging vs. Demographics.
What Are You Going To Grow Today?
The Intersection of the Internet.
Chapter 12 Free Advertising?
Is My Idea Direct Response Worthy?
Walk–In Tubs.
Why are the COGs so Important?
Long Form or Short Form? That is the que stion.
Chapter 13 Anatomy of an Infomercial.
The Tease.
Style or Format of a Show.
The CTA–Call to Action.
Testimonials.
Professional Endorsements.
Animation.
Show Outline.
Chapter 14 Offer is King.
Why is everything $19.95 and $39.95?
How do Long Form and Short Form Work Together?
Chapter 15 Beyond Television, Integrating Radio,Web Advertising and More…
On Line Marketing is Direct Response.
So the Phone Rings, Who Answers it?
Fulfillment, Getting Your Customers their Product.
Chapter 16 Conclusion.
Brass Tacks….What do This Cost?
Index.

Nota biograficzna:

Rick Cesari was the first person to use an infomercial to build a national brand name (Juiceman®) and then apply the same strategy to launch a number of other products and brands into the stratosphere: The Sonicare Toothbrush, the George Foreman Grill, OxiClean, and Orange Glo®, as well as Fortune 500 clients Microsoft and Clorox®. He is the founder and CEO of Cesari Direct, a full–service direct–response marketing agency that provides production, media buying, interactive, and campaign management services.
RON LYNCH has been the creative mind behind many successful direct–response campaigns including BackJoy® Orthotics, the Total Trolley, Light Relief®, the FlavorWave Oven®, and more. He has worked with Rick Cesari since 2001 and is currently partner and Creative Director of Cesari Direct. He specializes in strategic category creation, brand creation, and direct media messaging. Learn more at CesariDirect.com.

Okładka tylna:

"This is simply the best book I have ever read on direct response.After watching Rick practice this art so successfully for severaldecades, I′m thrilled to know his secrets!"—Eric Yaverbaumbestselling author of Public Relations for Dummies and Chairman of Ericho Communications
"Buil ding a business is made of countless decisions. The best one I made inbuilding BackJoy into one of the fastest growing companies in the country was to work with Rick Cesari and Ron Lynch. Having the ability to tap into their combined experience and expertise was a key factor in our success. If you want to successfully navigate the minefields that surround launching a new product or in building the sales of an existing one, you should not read this book. You should memorize it."—Bing HowensteinCEO of BackJoy Orthotics, LLC
"Rick Cesari was extremely important in shaping my thinking regarding ourproducts, advertising strategies, and overall marketing. To this day, I benefit from conversations Rick and I continue to have in boardrooms, over the cell phone, or standing on freezing mountaintops in Washington State and Colorado."—Joel Appelformer president of Orange Glo International, Inc.,the makers of OxiClean, and President of FullBar LLC and Brainetics LLC
"One of the best decisions we ever made at Rug Doctor was topartner with Cesari Direct. Rick, Ron, and their team really understanddirect response marketing. They are not out to win awards. They are out to sellproduct—profitably. They not only produced a quality show we could beproud of, they produced a show that delivered amazing results."—Tim WallPresident and CEO of Rug Doctor, Inc.
"Cesari′s method of direct demographic media messaging is the most advanced profitable advertising model, hands down. They have helped create global buzz and real sales for GoPro cameras′ explosive growth as an emerging brand." —Nick WoodmanCEO of GoPro